Reportage - specialist products: How practical is it to sell specialist cover on the web?

Underground train leaving a platform

Making commercial insurance products available online can create efficiencies for customers, brokers and insurers and has proved particularly successful in the standard SME market. Ian Wainwright asks if it is practical to sell specialist cover over the web.

In a 2009 survey, one broker, when questioned on the need to develop specialist commercial insurance online for the care and charity sectors, responded: "It would be the best thing since sliced bread." Although not quite to the same degree, the sentiment was echoed by a large number of brokers dealing with complex commercial insurance and the lengthy quote-to-purchase process at the time. One year on, and a great variety of commercial products are already available or are in development for web

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